Download - SDFI 2014 Marketing Dillon
Founder Ins+tute Talk Branding & Marke+ng March 18, 2014
Top Global Brands The Value of a Great Brand 2014
Resources: www.interbrand.com; www.fiance.yahoo.com
$118.8 B (16.5%)
$107.4 B (28.4%)
$81.6 B (46%)
Defini+on of Brand
A brand is a person’s gut feeling about a product, service or company.
-‐ Marty Neumeier (The Brand Gap)
A Brand is what THEY say you are.
Ques+ons to Ask 1. What value does my business represent? 2. Who is my customer? 3. How will my product meet the needs,
wants and desires of that customer? 4. How will I keep that customer coming
back & ignore the compe++on?
First Define Your Customer Define who is and who is not your customer before you
start working on your name and your brand.
Jill Jack
Crea+ng Value How the best brands are built.
1. They acquire customers cheaper (CAC) 2. They keep customers longer (Reten+on) 3. They profit more from customers (LTV)
Brand Building The Simple Model
IDEA
PRODUCT
BRAND
The Leader is The Brand How does the leader build his/her brand?
1. Walk the walk 2. Digest everything in your universe 3. Create lots of connec+ons 4. Establish outside credibility 5. Be original
Ques+ons to Ask Thyself 1. Who are you? 2. What do you do? 3. Why does it maeer?
My Narra+ve
Today
We help local businesses get more customers online in proven and affordable ways.
Being Influen+al as The Brand
Key Thoughts 1. The purpose of a business is to create
and keep a customer. 2. Your product maeers, but your brand
maeers more. 3. Ohen you are the brand. 4. Your brand is being built whether you
like it or not. It is your choice if you want to help define it.